NEWELL RUBBERMAID // SHUR-LINE RETAIL STRATEGY

Changing the consumershopping experience.

Shopping for DIY paint products in big box retailers is a
daunting experience. How can we turn
consumer’s frustrations into a shopper-centric experience?

Partnering with the Newell/Rubbermaid brand
Shur-Line, a manufacturer of paint application products for DIY consumers, IN2
Innovation set out to explore merchandising innovations for paint products by
gaining a comprehensive understanding of consumer shopping behaviors at home
improvement centers.

We started by devising and conducting an extensive country
wide ethnographic research plan that included in-home site visits to understand
the planning process of a painting project.
Next, we accompanied these participants on shop-alongs, to observe and understand the
decision making and purchasing process within the retail environment.

The
research data provided valuable insights that were converted into Incremental,
Transitional and Breakthrough ideas through a series of workshops with the
client. A combination of 35 ideas were refined and prototyped, 25 of which were
implemented into a full scale aisle mock-up. These concepts were then tested
with recruited respondents in the aisle environment for acceptability and
adoption.

IMPACT:The impact of the full scale aisle
prototype, along with implemented concepts, were positive indicators to increase
point-of-sale, drive growth and simplify the consumer shopping experience. The
results have been guiding both short-term and long-term merchandising
innovations for messaging, graphics, signage, packaging and products in various
national home improvement and big box retailers.